Supervisor
Martha Gilheaney
Programme
MA in International Business
Keywords
Social Media Communication, Brand Image, Platform Rebranding.
Abstract
The rapid growth of social media has transformed brand-consumer communication and image management. Among these platforms, X (formerly Twitter) stands out for facilitating real-time interactions and fostering public discourse. While social media provides a powerful channel for engagement, its open and unmoderated nature exposes brands to risks such as negativity, trolling, and toxicity. Recent developments, particularly Elon Musk's 2022 acquisition of X and subsequent rebranding efforts, have heightened these challenges. These organisational changes, including renaming Twitter to X and altering its logo, have sparked mixed reactions from users and brands. This study explores how such drastic transformations impact user activity, brand perception, and trust in the platform within a rapidly evolving digital environment.
Date of Award
2024
Full Publication Date
2024
Access Rights
open access
Document Type
Dissertation
Resource Type
thesis
Digital Object Identifier (DOI)
https://doi.org/10.63227/496.372.13
Recommended Citation
Batbold, N.
(2024) Investigating Negative Brand Perception and Toxicity in X (Formerly Twitter) CCT College Dublin.
DOI: https://doi.org/10.63227/496.372.13